AEP Webinars
Driving partnerships through “the webinar of the year”
The Annual Enrollment Period (AEP) Webinar is an annual Q3 event to position our major healthcare carrier client as the partner of choice for licensed Medicare sales agents. The 2022–2025 webinars played a huge role in persuading agents to sell the carrier’s plans—and hence, in fueling sales performance.
The annual project involved devising a presentation deck, ancillary content, promotional communications, and web copy—from strategic inception through last-minute plan detail updates—to deliver sales-critical messaging and drive brand affinity.
- Fortune 40 healthcare company
- Content strategist and writer
- Q3 of 2022–2025
- Webinars, one pagers, promotional emails and web copy
Business need
- Highlight the carrier’s unique value of going beyond highly competitive plans to simplifying and stabilizing healthcare for agents and consumers alike.
- Be a “lighthouse in the industry fog” for agents by providing boots-on-the-ground strategies and tactics to stay competitive in the face of industry trends and show how the carrier can support their businesses.
- Communicate all of this in compliance with industry regulations, internal policy, and brand guidelines and in a way that resonated with multiple agent channels.
My roles
Strategy
Research industry trends, draw up rough outline, and help develop strategic messaging. Work with my team to create a pitch deck to propose the webinar content, ancillary content, and promotional campaigns.
Execution
- Develop and work with client and team to refine webinar outline
- Draft webinar deck, one pager, web copy, and promotional communications copy
- Work with designers to combine verbal and visual storytelling
- Revise through multiple rounds of internal, client, business partner, and legal review
Process and approach
1. Lay the groundwork
Due to familiarity with the industry and client plus some additional research, I worked with my team to refine the new year’s messaging and a webinar outline to support it and pitch it to the client. As I expanded the outline and drafted the webinar deck, we checked in with the client and adjusted as needed.
2. Review, revise, rinse, repeat
I revised at every stage over weeks of reviews, including manager, design, internal, client, business partner, legal, and proofing. Familiarity with the industry and client helped minimize feedback.
3. Pivot, package, deliver
The health insurance landscape changes fast and I was ready for the last-minute updates and reworking due to carrier and competitor pivots. Then I performed final revisions, proofing, finalizing assets, QA, and delivery for the webinar deck to be recorded for simu-live presentation.
Solutions delivered
High-impact webinar deck
Recorded for simu-live presentation and on-demand viewing.
Downloadable takeaways
Summaries, checklists, resource lists, and more to support long-term brand affinity.
Promotional emails
Initial invitation, follow-ups, last-minute, webinar is live, follow-up. These helped make the webinar the most-engaged content each year by tens of thousands of sales agents.
Resource description copy
Web copy to entice agents to access the assets in the content management system.
Skills and tools used
Content strategy
Creative pitching
PowerPoint
Content writing
Reflections
Live/simu-live trumps on-demand for tentpole events.
Create upfront consensus and a firm stance with stakeholders to prevent scope creep.
Set hard constraints to prevent reviewers from watering down storytelling with verbal and visual bloat.
Samples
Available upon request
This project contains proprietary materials for the eyes of serious prospective employers only.